The Designer’s First Full Collection Will Begin Landing In-Stores Globally On May 20, 2017. Preston Will Move Across Cities To Celebrate The Collection With A Series Of In-Store Events, The First Of Which Will Take Place In Moscow On May 19, 2017.
Heron Preston, the innovative creator whose fashion collaboration with the Department of Sanitation made headlines during New York Fashion Week in September, will celebrate the global launch of his first full collection for his eponymous line with a series of events in key cities including Tokyo, Milan, Seoul, New York, Paris, London, and Moscow – the Russian capital will serve as the launching point for Preston’s retail tour with a pop-up store at iconic concept store KM20 that will open on May 19, 2017.
Preston will travel across the globe to Russia to set up a pop-up space in collaboration with KM20 concept store to mark the initial drop of the highly anticipated debut collection from the New York-based designer’s AW17 season. The collection, titled For You, The World offers a cohesive narrative, tying in ideas, graphics and inspiration that Preston has explored in capsule collections and exclusive releases over the years.
The Heron Preston KM20 pop-up will run for three days starting on Friday, May 19, 2017; on day one of the pop-up Olga Karput, KM20’s founder will host an event with Preston to earmark the opening of the pop-up. Preston’s pop-up at KM20 will showcase a number of Heron Preston x DSNY items presented during NYFW in September 2017 alongside the main AW17 collection and a limited edition graphic tee created for the retail tour partners exclusively for sale at these limited pop-up installations.
Preston, who functions as an artist and creative director in addition to his work as a designer, has designed a unique pop-up installation incorporating video and art installations, metal mechanical arms and heavy-duty machinery. The launch event on May 19th in Moscow at KM20 will feature music by Virgil Abloh and DJ CYBER69 and take place in the parking garage directly underneath the Maison in the city center, the future location of KM20, 2 Stoleshnikov street. KM20 plans to move into the space permanently this coming fall. The new location will allow for a large-scale expansion for KM20 with a square footage multiplying a little more than five times than that of its current location.
Preston selected Moscow as the starting point for this retail tour as Russia has been a source of inspiration for the designer his love of the Cyrillic alphabet is what led Preston to incorporate the iconic Стиль embroidery element seen throughout his designs.
“In 2014 Nick Knight was curating a ‘hip-hop in the 80’s’ photo exhibition in his SHOWstudio gallery and invited me to create a t-shirt for that project. For the direction, I decided to focus on hip-hop culture’s obsession with style and branding. I designed a metal tee and wrote “STYLE” in Russian because I loved the style of letters in the Cyrillic alphabet. What started out as a single idea crossed over into more of my work over the years and eventually became my sub- logo. For the launch of my first collection, I felt an American designer debuting in Russia would be different from what everyone else in the industry is doing while staying authentic to the story of my brand. I’m excited to connect with the place that inspired my logo and share my culture with Russian youth.” – Heron Preston on his iconic Стиль turtleneck
The Heron Preston pop-up space at the KM20 underground parking garage will be open from May 19th to May 21st at 2 Stoleshnikov street.